Marketing Trends and Management Analysis

The provided assignment is a comprehensive study on marketing trends, processes, and the role of a marketing manager in an engineering consultancy firm. The document includes a summary of expenses for different marketing activities, such as social media posting, landing page generation, and other charges. It also references various books and journals that discuss marketing strategies, CSR, and social marketing. The assignment highlights the importance of marketing in enhancing consumer-brand engagement through big data analysis and customer relationship management.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Concepts of marketing including future and current trends,..............................................3
2. Different marketing process...............................................................................................5
3. Roles and responsibilities of marketing manager...............................................................6
4. Interrelationship between marketing and other functions..................................................6
5. Value and importance of marketing role............................................................................7
6. Importance of interrelationship of marketing with other departments...............................8
7. Compare two organisations on the basis of marketing mix (7p's) to achieve overall business
objectives................................................................................................................................8
Basic marketing plan for KFC................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing essentials includes all the marketing activities which are essential part of
business. It is a process to sharing information via different market platform and analysis. It is a
process to understand the customers’ requirements and their needs and wants about any product.
KFC that is Kentucky Fried Chicken is an American fast food restaurant chain which is world
famous because of Fried chicken. After the MacDonald's, KFC keeps the place of second largest
restaurant chain in the world. This assessment will discuss about the concept of marketing,
including current and future trends related to KFC. Overview of different marketing processes
and roles and responsibilities of a marketing manager in context of KFC will also be
summarized. Value and importance of marketing role in context of KFC. Effective
interrelationship between different fictional departments of KFC. Use elements of marketing mix
to achieve overall business objective.
MAIN BODY
1. Concepts of marketing including future and current trends,
Marketing is basically process of creating awareness and understanding needs and wants of
buyers. Marketing concept is a department of management which comprise different marketing
activities such as product promotions, advertisement, product selling, etc. There are 4 main
concepts of marketing which are discussed below:
1. Production concept- It is one of the oldest concepts of the marketing which guides all
the sellers. This concept is all about producing a new product as per market research and
analysis. Management of the KFC company always try to improve the production and
distribution efficiency by making optimum utilisation of resources and incorporating
changes suggested by consumer during market research.
2. Product concept- It is the second marketing concept which focuses on product activities
such as- product quality, good prices. All the customers of KFC get attracted towards the
products of the KFC, because of good quality and taste of their products. It is a concept
where customers do take care about the quality of products and their prices (Chatterjee
and Chatterjee, 2019). The focus on food restaurant company is analysing needs of
innovating in food services on the basis of customer expectation and changing
preferences.

3. Selling concept- It is a concept where companies try to attract the customers towards
their products. Selling is just a part of marketing, where companies put their marketing
strategies to attract customers and selling the products which is designed to meet out their
needs. It is concept where KFC focuses on the selling products by creating the sales
interaction rather than creating the relationship with the customers.
4. Marketing concept- This concept lays its complete focus on the identification of needs
and wants of customers in order to satisfy them in the best possible way. It is a concept of
satisfying the desired needs of the customers by identifying them and offering them
products and services accordingly.
Current trends
 Social media marketing- this marketing trends includes all the social platform for
marketing about their products.
 Text advertisements- it is a form of contextual advertising with specific keywords within
their web pages.
 Emails- it is a source to send the commercial messages such as- new offers and services.
 Re-targeting campaigns- it is all about to placing the right adds in right place.
 Video advertisement- it encompasses online display advertisements through videos.
Future trends
1. Content marketing- this marketing trend includes new strategies of marketing such as-
virtual reality-based marketing.
2. Chat bots- KFC is going to use a different marketing strategy. It will depend on the
advanced technology. This technology will help to build good relationship with the
customers. Where company can provide their services to the customers, and customers
can also access the information of the company (Ritzer and Dean, 2019).
3. Digital marketing- nowadays each and every company is going to adopt the way of
digital marketing. Company will use new technology to approach their customers. The
supporting tool of digital marketing includes:- Organic Social Media; Paid Social Media;
Creation Of Content and optimisation of search engines.
2. Different marketing process
 Developing strategic vision and strategy- Vision and strategy both things are very
important for the KFC company. But company should giving the priority to the visions

because vision comes first. Visions helps to make a right strategy. This strategy will help
to KFC to achieve their visions.
 Focus on the customers experience- KFC, lays its focus on getting the customer
feedback by offering them services as per their needs. It is a well known brand in the fast
food sector. So, it lays emphasis on maintaining its stability by improving its service
quality. Customers feedback also important for the company to improve the service and
product quality.
 Marketing strategy: - Internet is affecting all the traditional methods of selling and
marketing products. KFC has adopted such a marketing strategy which has proved to be
successful in setting a benchmark in the fast food industry before its competitors (Gul,
and Kaytaz, 2019.). Following are strategies that are used by this organisation in the
industry:-
1. Geographic segmentation
2. Targeting the market in two ways:- making products for both vegetarians and
non vegetarians
3. Pricing Strategy:- KFC is using the optional pricing strategy to increase the
amount and number of customers spend in purchasing the product of
organisation. Secondly, Bundle Pricing, for selling products to customers at a
slightly lower price.
1. Educate to generate and close- it helps to keep health mindset to improve the
perspectives and chance of closing. There are many sources through KFC can educate -
 classes
 blogs
 seminars
 Workshop
2. Develop a selling process- Every company must increase the selling process of their
products so they can reach out the future goals of the company.
3. Marketing Decision Making:- It includes the steps that will be taken by KFC in
communicating and being in touch with the customers. Following are the steps:-
1. Analysing the key trends:-

2. Gathering information in respect of competitors
3. Identifying the goals
3. Roles and responsibilities of marketing manager.
 Development of marketing strategy: It is core responsibility of an marketing manager
of KFC. They are responsible for creating marketing strategies for KFC. All these
strategies are focused on promoting the products and services of KFC to increase sales
and maintain the competition with rivals.
 Market research- It is responsibility of a marketing manager to identify the needs and
wants of the customers by conducting a market research. Marketing manager of KFC will
conduct research to know about the feedbacks of the customers and to determine need to
managing changes in food services.
 Customer relationship management- Marketing manager of KFC collects the
information by using customer database because it helps in understanding the needs and
wants of customers. Marketing managers aim at understanding all the exceptions of
customers and provide support on the basis of individuals queries.
 Product development: - It is one of the biggest responsibilities where marketing
manager identify marketing trends with the aim to launch new products and service in
new market. Through collecting new information, Marketing manager of KFC always try
to find out new business opportunities to expand their business across the world
(Jiménez-Zarco and et.al., 2019).
4. Interrelationship between marketing and other functions.
A marketing department work closely with other department because it will help research
and develop new plans to satisfy future and current needs and wants of the customers. It will also
help to create a new product according to customers’ expectations their needs and wants.
Marketing department helps to set a particular deadline for the production department. Marketers
can full fill the expectations of the customers as soon as possible.
Finance department- Activities of marketing departments are based on the finance
department. Finance department release funds for every department to accomplish their
activities. All the departments work according to their allocated budget. These departments
provide marketing budget for sales and promotions, advertisement channels.

Human resource departments- Marketing department of KFC works closely to ensure
about the staffing process of their departments. Human resource department of KFC is
conducting different activities with the marketing department for increasing sales such as-
 Recruiting new members for sales and marketing according to their skills.
 Research and development for new products (Dams and Luppold, 2019).
Human resource management department is responsible for conducting training and development
sessions, where all the new employees of marketing will know about their roles and
responsibilities.
5. Value and importance of marketing role
Marketing helps in creation of job opportunities- Marketing is a process of doing
research and identifying the scope in context of where this brand can be launched with the
motive of gaining success. KFC should hire new candidates in this department, who can use their
skills and knowledge in doing this task (Value of marketing role, 2018).
Marketing is helpful in increasing the standard of society- Marketing is all about doing
research and making the customers available such type of products that helps them in increasing
their standard of living. KFC includes many services like home delivery of the product. There
are many customers in the society who are availing this service of KFC.
Marketing creates utility- Marketing plays a very crucial role in the research and
development and also in the identification of needs of customers. KFC is continuously, trying to
experiment on its existing customers by offering them new products. It also helps in giving the
customers the value of money that they are paying to satisfy their needs and wants.
The valuer of marketing role can be depicted by offering the interrupted supply of services
and ea tables to the consumers at a very reasonable and affordable price.
Informing Consumers:- Marketing benefits the society and the consumers by keeping
them informed about the new launching products and also in respect of if there is any change in
the pricing of eatable products.
Managing Consumer Expectations:- Consumers of KFC are very much devoted and
loyal towards purchasing the products of KFC.
6. Importance of interrelationship of marketing with other departments.
Marketing is not only about selling something broadly. It covers the entire business.
Marketing is responsible for the future growth of the company. Nowadays all the functional

group areas are interdependent on each other. Every activity of department affects another
department. Through the research development marketing department can satisfy their
customers.
Human resource management helps to provide the training and development sessions to
the marketing employees. All the employees will know about their roles and responsibilities.
Human resource department is very important to meet the production goals of the KFC.
Relationship with the human resource department is essential for research and development of
new product ideas (Herrmann, 2019). For example, when marketing manager of KFC analyses
the need of millennial in marketing team then the individual approaches to HR team and suggest
about the thought and needs. The HR further focuses on recruiting and selecting candidate
according to specifications mentioned by Marketing manager.
Marketing and finance department, both the department inter-depended on each other
because marketing department always concentrate on the building of market sharing and sales.
This department plays a very significant role because all the marketing activities depends on the
funds. Finance department release the funds for the marketing activities (Popov, Chompalov,
2019).
7. Compare two organisations on the basis of marketing mix (7p's) to achieve overall business
objectives.
Basis KFC
Product It is a first stage of marketing mix KFC having a great speciality on
Burgers, fried chicken, fried grilled bucket, chicken zinger burger
Place/distribution- KFC is distributing its product in all-round the world. KFC present its
product in 125 countries with 20500 outlets.
Promotion KFC is promoting its business through the -websites, social
networking sites like Instagram and you tube.
Price-- KFC is offered the menu at affordable price with adopted inventive
strategy to compete in different market.
Physical evidence KFC started serving fried chicken in a cardboard bucket and it became
its tradition.
Process- KFC considers the brand as Pizza Hut and Taco Bell. The website of

KFC includes the common telephone number to place the order, the
nearest stores, menu and different offers available.
People Staff is well trained in communication and service delivery. KFC
offers franchise option on its website for employment.
MacDonald
Product MacDonald offers wide range of -Hamburgers and sandwiches,
salads, snacks and sides, desserts and shakes, Mac Cafe.
Place/distribution
.
It also distributes its product worldwide. Restaurant offers
home delivery in some countries but this service is not
available in many countries
Physical evidence McDonald’s interiors are attractive and the restaurant maintains
clean and hygienic interiors of its outlets.
Promotion MacDonald is using advertising, public relations and direct
marketing strategies to promote their business.
Price The overall aim of the organisation to provide food at a
competitive value driven price for the customers.
Process The whole process is visible to the customers. It includes
overall activities performed in organisation.
People Approximately 97000 people work in McDonald in UK. The
restaurant invests 40 million on employee training and
development per year.
8. Basic marketing plan for KFC
Marketing objectives :
It is a leading food chain in the world which is expanding its business in various
countries. KFC wants to provide fresh and healthy food to its customers. That can meet to
requirements and also takes a less time to serve their products.

Marketing strategy :
KFC is not only providing the health food items but it also focuses to keep their rates low
tat should be according to clients. It is very necessary for food chain to maintain the quality or
taste of their food items. That will help them to earn more revenue. KFC is expanding their
business in Urban areas where they fill find more customers.
Budget plan : year 1 year 2 year 3
Social media posting $40,000.00 $60,000.00 $130,000.00
landing page generation $23,000.00 $40,000.00 $80,000.00
Other charges $12,000.00 $23,000.00 $50,000.00
Total expenses $75,000.00 $123000 $260000
CONCLUSION
From the above study summarised that current and future trends and the process of
marketing. This file also discussed about the roles and responsibilities of marketing manager and
interrelationship of marketing department with other functional departments. This file also
analysed the value and importance of marketing role and importance of the relationship with
functional departments.
REFERENCES
Books and Journals
Chatterjee, P.K. and Chatterjee, P.P., 2019. Need For Marketing System For Engineering
Consultancy. In Marketing of Engineering Consultancy Services: A Global Perspective.
ASME Press.
Chuenterawong, P., 2019. Interactive Communication Design to Enhance Tourists’ Traveling
Experiences in Chiang Rai. Communication and Media in Asia Pacific (CMAP), 2(1),
pp.73-92.
Dams, C.M. and Luppold, S., 2019. Hybride Events als Ausgangspunkt für Live Campaigns.
In Live Campaigns(pp. 7-9). Springer Gabler, Wiesbaden.

Gul, M.C. and Kaytaz, M., 2019. CSR and Social Marketing as Enablers of Recovery after the
Global Recession: The Turkish Banking Industry. In Corporate Social Responsibility:
Concepts, Methodologies, Tools, and Applications (pp. 982-998). IGI Global.
Herrmann, H.P., 2019. Gegenstand des psychologischen Tourismusmarketings.
In Psychologisches Tourismusmarketing (pp. 1-3). Springer, Wiesbaden.
Hoque, A.S.M.M. and Awang, Z., 2019. Does gender difference play moderating role in the
relationship between entrepreneurial marketing and Bangladeshi SME
performance? Accountin. 5(1). pp.35-52.
Jiménez-Zarco, and et.al., 2019. Marketing 4.0: enhancing consumer-brand engagement through
big data analysis. In Web Services: Concepts, Methodologies, Tools, and
Applications (pp. 2172-2195). IGI Global.
Lima, A. and Pacheco, J., 2019. New Trends and Tools for Customer Relationship: Challenges
in Digital Transformation. In Educational and Social Dimensions of Digital
Transformation in Organizations (pp. 1-26). IGI Global.
Popov, L. and Chompalov, I., 2019. The Power of Qualitative Methods: Understanding the
Puzzle of the Facility Programming Market. Journal of Sociological Research, 9(1),
pp.32-49.
Ritzer, G. and Dean, P., 2019. Globalization: the essentials. Wiley-Blackwell.
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Value of marketing role. 2018. [Online]. Available Through.
<https://smallbusiness.chron.com/value-marketing-society-21508.html>